Simplified Sales Process
This week, we’re bringing you a “Special Issue” of the Residential Metal Roofing Executive Report with a Simplified Sales System that can dramatically increase the close ratios and profit margins from “unsystematized” sales people.
A key for any organization or individual wishing to achieve high sales success is to develop and consistently follow a systematized sales process. For the home improvement industry, this sales process will likely include an in-home sales presentation and product demo. By honing and perfecting their presentation, companies are able to achieve high closing ratios as well as very satisfied customers. But, what if you have an organization or sales person that holds great potential but still needs some training to get to where they are consistently following a good and proven process? Is there a “baby step” to help get them to that point and to bring them enhanced success beyond their current levels? Yes … and I call it “EEP!” Let’s take a look at what that stands for.
EEP! is an acronym for a simple process that any sales person can be mindful of and follow when they are working with prospective clients. Ideally, EEP! will be followed within the context of a fully scripted in-home sales presentation but, even if that doesn’t exist, sales people who follow these steps and ensure that each is covered during their interaction with each and every prospect will find their closing ratios increase, their cancellations decrease, and they will find fewer cost objections. Let’s look at each step of EEP!
This is done by simply asking the homeowner what is troubling them currently about their home / roof / windows, etc. and what their “preferred future” looks like in regards to that area of their home. This is a part of Needs Analysis but it goes one step further by establishing specific things that the prospects want to accomplish with their next home improvement project.
Some of their established criteria, as you go through this question and answer process, may include freedom from maintenance, increased home value, energy efficiency, or beautification of their home. These Criteria are the things that you want to firmly establish that they want to accomplish with their home improvement investment. You will re-visit these things several times during your time with the prospect, keeping them front and center. These are often the “pain points” that they will be willing to pay money to get rid of.
Before we go on to the next stage of EEP!, let’s address something that is a big issue with some prospects. What if they do not want to open up about their needs and dreams? Perhaps they are afraid of being that vulnerable with a sales person. Or what if they simply don’t know enough about home remodeling and construction to really discuss what they’d like to accomplish?
In those cases, use examples to get them talking. Talk about potential problems and opportunities you have seen on their home or on their neighbors’ homes. Discuss problems you have solved for past clients. Use these examples and stories to get them to still set their own Criteria that their home improvement decision will be based upon.
Once the prospect has established their Criteria, then you can weigh those things against their various product options. The goal is to see how their options stack up against what they want to accomplish. For example, if someone wants a roof that will add unmatched beauty and character to their home, then you can work with them to eliminate ordinary three-tab shingles as a product option.
The Eliminate Alternatives step looks at each of their product options and eliminates them from their consideration set as not meeting the Criteria they have established.
Finally, after you have Established Criteria and Eliminated Alternatives, you can present your product as the solution that meets their Criteria better than anything else. During this stage, you re-affirm their Criteria and, each step of the way, get them to acknowledge that your solution is the solution that best meets their needs.
When you’re closing the deal, you will probably need to re-visit their Criteria and go through the process of reviewing your Solution as the only / best way to meet their Criteria.
EEP! is a simple formula that any salesperson can follow. Again, it will be even more effective when done within the context of a formal sales presentation and, for high quality residential metal roofing, I will be happy to help with that as well!
Thanks for being one of our faithful readers. Please call me at 1-800-543-8938, ext. 201 whenever I can be of help.
Todd Miller has spent his entire career in the metal building products manufacturing industry. He is president of Isaiah Industries, an organization recognized as one of the world’s leading metal roofing manufacturers. Todd is currently Vice President of the MRA (Metal Roofing Association) and a Past Chair of MCA (Metal Construction Association). Through his website, he strives to raise the bar on standards and practices to provide property owners with the best possible products for successful roofing projects.
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